The Importance of Learning Your Audience

Ron Tippe is the department chair of the Producing department at the New York Film Academy. He is best known as the animation producer for the smash hit Space Jam. He managed the Walt Disney Feature Animation studio in Paris, France while producing the short film Runaway Brain which was nominated for an Academy award. He was also responsible for pre-production on Shrek and worked with George Lucas in collaboration with Universal Studios on Frankenstein Meets the Wolfman.

I must be a lucky guy. After 27 years in Hollywood with a successful career in the film business, I’m now the Chair of Producing for NYFA. First off, I get to work with some very special people. My fellow colleagues come from various countries which offer different perspectives from a variety of cultures around the world. That said, the commonality is their love of cinema. Almost to a person, the level of passion is infectious and energizing. This attitude towards the art of filmmaking is what constitutes success as a film producer.

KNOW WHO YOUR AUDIENCE IS. In the entertainment business, nothing is decided at the studio level these days. At least not without going through marketing, branding and PR first. The goal for a studio is to maximize financial gain and stem any losses. Focus groups are de rigeur. In the independent world, film festivals and smaller theatrical releases often depend on word-of-mouth in addition to ever-expanding social media campaigns.

GRAB THEM IN THE FIRST TEN MINUTES. When looking for a film to produce, make sure that the first 10 pages of the script are compelling. Introduce the main characters and make sure we understand what the protagonist wants. And then how the antagonist prevents that from happening. Comedy or drama, action or fantasy, a great story is imperative to grab the audience. The sooner the better!

WE ARE GLOBAL. The box office is increasingly getting two-thirds of their money internationally. Producers, it’s a global marketplace. Know it. Own it.

WORD OF MOUTH IS A MOVIE’S BEST FRIEND. If an audience is satisfied, he or she will tell others. Facebook, Twitter, Email. You name it, they will use it. Social media is where it’s at.

AUDIENCES ARE NOT STUPID. They are very culturally savvy, increasingly educated and obviously fickle. They know what they like and dislike.

A producer is someone who works insane hours under very difficult conditions. You’re always inside the pressure cooker. You’re constantly nudged by studio executives with their myriad of concerns—most of which are related to budgets and finance. How is this related to being a teacher of film? Passion is absolutely essential in the making a film, or at least in providing a great experience during the making of that film. The same is true in the classroom. A passionate teacher is infectious, and that passion often manifests itself in motivated and inspired students. A great producer can make or break that wonderful experience. After all, the producer is who a crew looks to for leadership. It’s a high standard. The same is true in the classroom here at NYFA. We aim to attain the highest standards and “shoot” for it every single day.

I’m proud of my teachers and students. We are motivated and inquisitive. Most importantly, we work hard. The students will become great producers for the next generation of moviegoers. Because producers have a strong hand in the filmmaking process, we should be proud of the education that the students are getting here at NYFA. Frankly, we should let the world know how good we are. Time to get the word out. Producer. Teacher. Leader. Motivator. I must be a very lucky guy. Stand by to roll.